Etnisk mångfald inom marknadsföringsstrategier : En studie om etnisk mångfald inom företags marknadsstrategier gentemot kunder och konsumenters gensvar på strategierna

Sammanfattning: Man's global mobility contributes to a culturally heterogeneous society. Society is characterized by ethnic diversity and in step with movements such as Black Lives Matter, expectations of the social performance of marketers have increased. As far as reflecting today's society and appearing diverse, specifically around ethnicity, there are several marketing strategies companies can use. This study intends to further examine which marketing strategies three companies use to appear ethnically diverse towards customers and how these are perceived by the consumer. By examining three companies' marketing strategies towards customers as well as consumers' responses to them, this study contributes to a deeper understanding of the subject. The study data collection of empirical data is taken from a quantitative approach in the form of a questionnaire survey as well as a qualitative approach in the form of an individual interview and two focus group interviews. The theories used in this study are the STP-process, planning marketing communications and social context.